Olive oil exports to Morocco: Turkish brands and price advantage

Olive Oil Exports to Morocco: Turkish Brands and Price Advantages
Turkey holds a significant position in the global production of high-quality olive oil and exports to many countries, particularly North African countries. Among these countries, Morocco, in particular, has become a prominent market in recent years due to increasing demand and economic cooperation. Both brand awareness and price advantages are key factors enhancing Türkiye's competitiveness in olive oil exports to Morocco.
1. The Importance of the Moroccan Market
Morocco, like other Mediterranean countries, has a high demand for olive oil. However, its own production capacity is sometimes insufficient to meet domestic demand. Demand for refined olive oil and extra-Naskh olive oil, in particular, is increasing. Moroccan consumers are seeking high-quality, delicious, and affordable products. This presents a significant opportunity for neighboring producing countries like Türkiye. The Place of Turkish Olive Oil Brands in the Moroccan Market: The following brands stand out in olive oil exports from Turkey to Morocco: Bereket Olive Oil, Saray Olive Oil, Nar Olive Oil, Olivita Torku (Kayseri Entegre). These brands are particularly popular in Moroccan regions with a large Turkish population (e.g., Casablanca, Rabat, Fez). They are also featured in supermarket chains and online shopping platforms, increasing brand awareness. Reasons why Turkish brands are preferred in Morocco: High-quality production processes, GMO-free and natural product image, flavor compatible with Turkish culinary culture, packaging quality and brand trust. 3. Price Advantage: Why is Turkey Competitive? Turkey has a significant price advantage in olive oil exports to Morocco compared to traditional producers like Spain and Italy. The main reasons for this advantage are: Low production costs: Olive production in Türkiye is generally carried out by small and medium-sized producers. This reduces some costs. Exchange rate advantage: The depreciation of the Turkish Lira creates a price advantage for exporters in foreign currency. Low logistics costs: Short-distance sea transportation is possible between Turkey and Morocco, which reduces transportation costs. Competitive packaging and marketing strategies: Turkish companies are reaching consumers by offering packaging (e.g., 1L and 2L bottles) and pricing appropriate for the Moroccan market. 4. Export Figures and Trends Türkiye's olive oil exports to Morocco have increased significantly in recent years: In 2022, Turkey exported approximately $10 million worth of olive oil to Morocco. In 2023, this figure approached $12 million. Annual exports amount to between 15,000 and 20,000 tons. This increase is particularly evident in refined olive oil exports. However, demand is also rising in the extra Naskh segment. Challenges and Opportunities Challenges: Morocco's projects to increase its own production (e.g., the "Green Morocco Plan"). Strong market share of Spanish and Italian brands. Customs and standards compliance process. Opportunities: Rising middle-income groups and healthy eating awareness in Morocco. Increasing interest in Turkish food products. Potential for customs union or free trade agreement negotiations between Turkey and Morocco. Development of e-commerce and digital marketing channels. 6. Conclusion and Recommendations Turkey can compete in the Moroccan market with its formula of quality products and reasonable prices. With the right marketing strategies, Turkish brands can become preferred brands for both Moroccan consumers and retail chains. Recommendations: Packaging and Turkish-Arabic labeling specific to the Moroccan market. Collaboration with local distributors. Participation in food fairs and brand promotion in Morocco. Differentiation through sustainable production and organic certification.